Business Insider discovers the most powerful emotional marketing tool: optimism.

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pb-[calc((134/782)*100%)]"> <div class="cover-img__image-position absolute top-0 right-0 bottom-0 left-0 "> <img class="cover-img__image relative w-full h-full object-cover" src="https://media.licdn.com/dms/image/v2/D4E12AQFrM2xQHYscXA/article-cover_image-shrink_720_1280/article-cover_image-shrink_720_1280/0/1731959320546?e=2147483647&v=beta&t=sJL5hS2txX2IsHiRhndeazaZqH8sxTPTo1w8VtnYbbo" fetchpriority="high" data-embed-id="cover-image" alt="Business Insider discovers the most powerful emotional marketing tool: optimism. "> </div> </div>  </figure> <header> <section class="core-section-container relative my-3"> <h1 class="pulse-title text-display-md text-color-text lg:text-display-lg font-bold w-11/12">Business Insider discovers the most powerful emotional marketing tool: optimism. </h1> <div class="ellipsis-menu absolute right-0 top-0"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] " aria-expanded="false" aria-label="Open menu" data-tracking-control-name="article-ssr-frontend-pulse_ellipsis-menu-trigger" tabindex="0"> <icon class="ellipsis-menu__trigger-icon m-0 p-0 centered-icon" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/671xosfpvk4c0kqtyl87hashi"></icon> </button> <ul class="collapsible-dropdown__list hidden container-raised absolute w-auto overflow-y-auto flex-col items-stretch z-1 bottom-auto top-[100%]" role="menu" tabindex="-1"> <li class="ellipsis-menu__item border-t-1 border-solid border-color-border-low-emphasis first-of-type:border-none flex"> <a href="/uas/login?session_redirect=https%3A%2F%2Fwww.linkedin.com%2Fpulse%2Fbusiness-insider-discovers-most-powerful-emotional-marketing-o4gae&trk=article-ssr-frontend-pulse_ellipsis-menu-semaphore-sign-in-redirect&guestReportContentType=PONCHO_ARTICLE&_f=guest-reporting" data-tracking-control-name="article-ssr-frontend-pulse_ellipsis-menu-semaphore-sign-in-redirect" data-tracking-will-navigate data-item-type="semaphore" data-semaphore-content-type="PONCHO_ARTICLE" data-semaphore-content-urn="urn:li:linkedInArticle:7264360398227755009" data-semaphore-tracking-prefix="article-ssr-frontend-pulse_ellipsis-menu-semaphore" data-is-logged-in="false" data-modal="semaphore__toggle" class="semaphore__toggle visited:text-color-text-secondary ellipsis-menu__semaphore ellipsis-menu__item-button flex items-center w-full p-1 cursor-pointer font-sans text-sm font-bold link-styled focus:link-styled link:no-underline active:bg-color-background-container-tint focus:bg-color-background-container-tint hover:bg-color-background-container-tint outline-offset-[-2px]">  <icon class="ellipsis-menu__item-icon text-color-text h-[24px] w-[24px] mr-1" data-delayed-url="https://static.licdn.com/aero-v1/sc/h/iq0x9q37wj214o129ai1yjut"> </icon> Report this article </a>  </li>  </ul>  </div> </div> <div class="core-section-container__content break-words"> <div class="base-card relative w-full hover:no-underline focus:no-underline base-card--link base-main-card flex flex-wrap py-2 pr-2 babybear:pr-0 base-main-card--link publisher-author-card"> <a class="base-card__full-link absolute top-0 right-0 bottom-0 left-0 p-0 z-[2]" href="https://www.linkedin.com/company/insider-inc" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> <span class="sr-only"> Insider, Inc. </span> </a> <img class="inline-block relative w-6 h-6 " data-delayed-url="https://media.licdn.com/dms/image/v2/D4E0BAQERzBovkSLf0g/company-logo_100_100/company-logo_100_100/0/1725892514587/insider_inc_logo?e=2147483647&v=beta&t=-W7cgGg2F3ZDgTOL9aj48CKuBEafPx2Ac_T-MRHlJ4s" data-ghost-classes="bg-color-entity-ghost-background" data-ghost-url="https://static.licdn.com/aero-v1/sc/h/cs8pjfgyw96g44ln9r7tct85f" alt="Insider, Inc."> <div class="base-main-card__info self-center ml-1 flex-1 relative break-words papabear:min-w-0 mamabear:min-w-0 babybear:w-full ">  <h3 class="base-main-card__title font-sans text-[18px] font-bold text-color-text overflow-hidden "> Insider, Inc. </h3> <h4 class="base-main-card__subtitle body-text text-color-text overflow-hidden "> Where people-first storytelling meets results-driven media. </h4>  <div class="body-text text-color-text-low-emphasis base-main-card__metadata"> Published Nov 18, 2024 </div>  </div> <div class="base-main-card__ctas z-[3] self-center ml-3 babybear:ml-1 babybear:self-start"> <a class="base-main-card__cta btn-sm btn-secondary" href="https://www.linkedin.com/signup/cold-join?session_redirect=%2Fpulse%2Fbusiness-insider-discovers-most-powerful-emotional-marketing-o4gae%3Ftrk%3Dorganization_guest_main-feed-card_feed-article-content&trk=article-ssr-frontend-pulse_publisher-author-card" data-tracking-control-name="article-ssr-frontend-pulse_publisher-author-card" data-tracking-will-navigate> + Follow </a> </div> </div> </div> </section> </header> <div data-test-id="article-content-blocks">  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">It pays to be optimistic. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Business Insider knows that brands must create emotional connections with consumers to drive consideration and loyalty. Still, we were left wondering – which lens elicits the deepest consumer attention, fosters authentic connection, and inspires action?</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Our latest global study, “The Power of Optimism: Positive Outlooks, Profitable Outcomes,” surveyed 3,600 consumers to understand the transformative power of optimism in advertising. The results unveil a clear opportunity for brands: optimism isn’t just a feel-good approach – it’s a profitable one. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Book a meeting with </span><span class>  <a href="https://www.linkedin.com/company/businessinsider?trk=article-ssr-frontend-pulse_little-mention" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-mention" data-tracking-will-navigate data-test-link>Business Insider</a>  </span><span class>’s Head of Consumer Research and Insights, </span><span class> <a href="https://www.linkedin.com/in/cayley-barlowe-arbitsman?trk=article-ssr-frontend-pulse_little-mention" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-mention" data-tracking-will-navigate data-test-link> Cayley Barlowe Arbitsman </a>  </span><span class>, by emailing </span><span class><a href="mailto:optimism@businessinsider.com?trk=article-ssr-frontend-pulse_little-text-block" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-text-block" data-tracking-will-navigate data-test-link>optimism@businessinsider.com</a></span><span class> for a full walkthrough of findings. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Check out a sneak peek of key takeaways in the meantime: </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">1. Optimism is the #1 preferred lens through which our readers want to consume content.</span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Of 17 possible choices, optimism emerged as the most preferred lens for content consumption. 84% believe content can be accurate </span><span class="italic">and </span><span class>optimistic. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">2. 68% say they are more likely to remember ads surrounded by content consumers perceive as optimistic. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Aligning your ads to optimistic content helps your brand break through the clutter and become more memorable among target audiences. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class="font-[700]">3. 87% of consumers are willing to spend more with brands that embrace optimistic messaging. </span> </p> </div>  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Consumers actively seek brands that align with their personal values and help them gain an edge, and they’re willing to pay more for them. </span> </p> </div>  <hr data-test-id="publishing-divider-block" class="my-[3.2rem] mx-auto h-[1px] border-0 bg-black-a16">  <div class="article-main__content" data-test-id="publishing-text-block"> <p> <span class>Ready to harness the power of optimism in your brand messaging? Reach out to </span><span class><a href="mailto:optimism@businessinsider.com?trk=article-ssr-frontend-pulse_little-text-block" target="_blank" data-tracking-control-name="article-ssr-frontend-pulse_little-text-block" data-tracking-will-navigate data-test-link>optimism@businessinsider.com</a></span><span class> to request a full walkthrough of insights from “The Power of Optimism: Positive Outlooks, Profitable Outcomes.”</span> </p> </div>  </div>   </article> <div class="base-card relative w-full hover:no-underline focus:no-underline base-card--link base-main-card flex flex-wrap py-2 pr-2 babybear:pr-0 base-main-card--link main-publisher-card"> <a class="base-card__full-link absolute top-0 right-0 bottom-0 left-0 p-0 z-[2]" href="https://www.linkedin.com/newsletters/the-executive-summary-7167935158317232128" data-tracking-will-navigate> <span class="sr-only"> The Executive Summary </span> </a> <img class="inline-block relative w-6 h-6 " 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text-color-text-low-emphasis leading-[1.33333] mb-0.5 truncate comment__author-headline">| Desarrollo del Talento y Neuromarketing Aplicado | Neurociencia Aplicada a los Negocios | Formación y Desarrollo de Liderazgo | Speaker LATAM| Coaching| Neuromanagement | Productividad | Negociación</p> <span class="text-xs text-color-text-low-emphasis comment__duration-since absolute right-6 top-1 inline-block"> 3mo </span> <div class="ellipsis-menu absolute right-0 top-0 !mr-0.5 babybear:!-top-0.5" data-test-id="comment__ellipsis-menu" data-feed-action="show-comment-dropdown"> <div class="collapsible-dropdown flex items-center relative hyphens-auto"> <button class="ellipsis-menu__trigger collapsible-dropdown__button btn-md btn-tertiary cursor-pointer !py-[6px] !px-1 flex items-center rounded-[50%] ellipsis-menu__trigger--small w-[32px] h-[32px] babybear:rotate-90 mamabear:!h-4 mamabear:!min-h-[32px] papabear:!h-4 papabear:!min-h-[32px]" aria-expanded="false" aria-label="Open menu" 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data-delayed-url="https://static.licdn.com/aero-v1/sc/h/iq0x9q37wj214o129ai1yjut"> </icon> Report this comment </a>  </li>  </ul>  </div> </div> </div> <div class="attributed-text-segment-list__container relative mt-1 mb-1.5 babybear:mt-0 babybear:mb-0.5"> <p class="attributed-text-segment-list__content text-color-text !text-sm whitespace-pre-wrap break-words comment__text babybear:mt-0.5" dir="ltr">It makes sense if you consider the optimism bias we all have as humans; whenever we evaluate ourselves or others, we always start with a positive or optimistic perspective; it should be no different when we evaluate or consume content.</p>  </div>   </div> <div class="comment__actions flex flex-row flex-wrap items-center ml-2" aria-label="Comment Controls"> <a 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